The Point-of-Purchase Advertising Institute, (POPAI), Englewood, NJ, announced the winners of the 1995 Displays of the Year competition, at its recent Annual P.O.P. Industry Conference.
The POPAI Display of the Year/95 Permanent, was the Nissan Wheel Display, created by DCI Marketing, Milwaukee, WI.
The POPAI Display of the Year/95 Temporary, was the Jean Patou window display, created by Prisme, Paris France.
The Sales Promotion program of the Year, was the Tott’s and Truffles Christmas Mass Display, created by Baer Enterprises, Livermore, CA. The International Display of the Year was the Yves Saint Laurent General Tester Make-Up Tower, created by PPI, SA, Paris France.
Permanent displays accounted for 40% of the dollars spent on point-of-purchase; In-Store Media/Signage accounted for 39% and Temporary displays accounted for 21%, according to the study.
The 10 industries that spent the most for point-of-purchase advertising in 1995 were: 1.Restaurants/Food Service/Taverns, ($998 million); 2. Apparel/Footwear, ($944 million); 3. Automotive, ($855 million); 4. Snacks/Candy/Cook- ies/Crackers, ($851 million); 5. Pre-Recorded Music/Videos, ($785 million); 6. Tobacco, ($665 million); 7. Toys/Hobbies/ Sporting Goods, ($658 million); 8. Off-Premise Beer/Wine/Liq- uor ($600 million); 9. Profess- ional Services ($543 million); and 10. Appliances/House- wares/Furniture ($526 million).
The study found that almost 14,000 companies in the U.S. make and/or sell p.o.p. to end users.
The report identified different consumer segments based on response to p.o.p. For Heavy p.o.p. purchasers, more than 50% of purchases in a supermarket are for brands that have some p.o.p. in the store. Some 32% of shoppers in the study were identified as Heavy p.o.p. purchasers, and 51% were identified as Medium p.o.p. purchasers (26-50% of purchases made when p.o.p. was present.) Some 27% of discount store shoppers were identified as Heavy p.o.p. purchasers and 32% were identified as Medium purchasers.
The report also highlights the POPAI 1995 Marketplace Attendee Survey, which found that p.o.p. budget allocations for attendees increased 13.9% in 1995 over 1994, and that budget allocations are projected to rise 12.9% in 1996.
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